Writing, Self-Publishing, Book Marketing

“Let every eye negotiate for itself
And trust no agent.”
Much Ado about Nothing, Act 2

Some writers will be fortunate enough to fall into a lucrative writing career without much application beyond their natural talent, but let’s be realistic about the odds. With the publishing industry growing and changing, more and more people are actively participating in the market.

A colleague of mine, who works directly with emerging authors, actively reminds them not to expect full-time pay from their writing unless they are willing to put in full-time hours and effort. This is obvious, but surprisingly, many of writers are caught off-guard by this statement. Everyone would like to discover their “Golden Ticket,” however if a book is published in the woods and nobody is around to hear it, truth is it probably won’t make a dime in royalties.

That said, it’s important to adapt to the changing environment of the book marketplace. Those other authors out there are competing in the same market as you, but that doesn’t necessarily mean you should work against them. Ask both the writers who employ literary agents and the ones who don’t – both will tell you that ultimately they are their own representatives.

As a former manager in a retail bookstore, trust me when I say that there were several instances during which famous authors would get booked for a signing at our store and wind up sitting quietly by themselves in the café area. That is until our staff approached the author, asked for their autograph and encouraged them to keep at their promotion.

Those authors were often from major publishing houses with a team of marketers working the area. Even in the best case scenario, there is still a chance that working hard won’t guarantee a title or author bestselling status. There is, however, almost no chance that an author who isn’t working to draw attention to their efforts (whether through local media, public appearances or hosting big release parties) will be able to rest on their own laurels or retire on royalties.

Most self-publishing authors already know first-hand that personal investment is what got you this far. The good news is that the more you focus on your projects (prior to and after their completion), the better acquainted you will become with the market and the general response to your work. The more you put into your promotion, the more you are likely to get out of it.

“It is not in the stars to hold our destiny but in ourselves.”
-William Shakespeare